MYTHERESA
FASHION EDITORIAL & SOCIAL CONTENT
Productions
Countries
Years
Person crew
Mytheresa
Director · Camera · Editor
Social Content · Fashion Editorial · Campaign
Mytheresa is one of the world’s leading luxury fashion e-commerce platforms, known for an editorial standard that few digital retailers match. Since the beginning of our collaboration, I have worked on studio and international location productions: social-first content, fashion editorials, and branded video pieces featuring talent including Brunello Cucinelli and Kiani del Valle.
Over 40 productions to date, in six countries and two continents.
Delivering up to 15 looks in a single production day, in both studio and international locations, while keeping the visual coherence and understated luxury that Mytheresa requires. The output has to work as a 5-second social snippet and as a longer editorial piece — same shoot, same day.
The real tension: stay modern and non-repetitive without breaking the brand’s visual language.
I work as a one-person production unit: direction, camera, lighting, set design, audio, and post-production. There is no translation loss between what I see and what gets shot. For brands, this means full campaign-level output without the cost and coordination of a traditional crew.
Every technical choice — lighting, camera movement, framing — serves the idea. No fixed signature imposed on the material; the visual language comes from the brief, not before it.
In studio, the brief and models come from Mytheresa’s team. My job is to extract as much visual variation as possible within that framework.
On location — Madrid, Mallorca, London, Palermo, the Alps — there’s more room to interpret. I look for something specific to the place: the quality of light at that hour, an architectural detail, a texture in the landscape. The location becomes part of the piece, not just a setting.
Social reels, 9:16 — typically 5 to 30 seconds per look
Editorial video, 16:9 — for platform and campaign use
Long-form branded content with interview
Photography stills — selected productions
Platform-optimized exports for Instagram, Mytheresa.com, and email
Full on-set direction — framing, movement, pace, talent direction
Camera operation across all formats (9:16 social, 16:9 editorial)
Lighting design and set design
Audio — microphone setup and recording
Post-production: editing, colour, platform-optimized export
On-location creative adaptation
RESULT
Content published continuously on Mytheresa’s social platforms and digital editorial. What started as individual productions has become a long-term working relationship spanning multiple years, international shoots, and talent productions. They keep calling, that’s the result.
WHAT THIS MEANS FOR YOUR BRAND
One point of contact from concept to delivery. No crew overhead, no brief that gets diluted passing through three departments.
Fast turnaround without dropping the aesthetic. Built for brands that need content at volume and can’t afford for it to look like it.
Fashion editorial quality that actually works on Instagram — not just in a lookbook.